Results 261 to 270 of about 92,179 (299)

Emotional intelligence, external emotional connections and brand attachment

Journal of Product & Brand Management, 2018
Purpose The purpose of this research is to develop a better understanding of emotional brand attachment by examining two of its antecedents: external emotional brand connections and emotional intelligence. Design/methodology/approach Data were collected using survey methodology (n = 419), and the hypotheses were tested by using a structural equation
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Corporate branding, emotional attachment and brand loyalty: the case of luxury fashion branding

Journal of Fashion Marketing and Management: An International Journal, 2013
PurposeThe purpose of this study is to develop and empirically test a theoretical framework that captures the impact of corporate branding on customer emotional attachment and brand loyalty in the luxury fashion market.Design/methodology/approachCross‐sectional data were collected from 282 customers who purchased luxury brands.
Jing Theng So, Andrew Grant Parsons, Sheau‐Fen Yap   +2 more
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Brand romance: a complementary approach to explain emotional attachment toward brands

Journal of Product & Brand Management, 2011
PurposeThis research aims to explain consumer attraction to brands when stimulation needs are paramount using the perspective of the Self‐Expansion Model. In doing so, it seeks to identiy brand romance – a more proximal construct to brand loyalty and aims to offer a complementary perspective to understand emotional attachment to brands.Design ...
Hemant Patwardhan, Siva K. Balasubramanian   +1 more
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Emotional brand attachment: a factor in customer-bank relationships

International Journal of Bank Marketing, 2016
Purpose – The purpose of this paper is to evaluate the relationship between customers’ emotional attachment toward bank service providers and bank loyalty. In particular, the study examines the impact of the emotional attachment factor while treating established effecting variables by employing a new conceptual ...
Shalom Levy, Hayiel Hino
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Emotional attachment: a bridge between brand reputation and brand advocacy

Asia-Pacific Journal of Business Administration, 2022
PurposeThis study aims to identify and examine the effect of brand reputation on brand advocacy by evaluating the mediating effect of emotional attachment. The study also tests the relationships by appraising the moderating effect of experience and price perception.
Arash Ahmadi, Afsoon Ataei
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The Relationships among Digital Marketing, Brand Emotional Attachment and Brand Attitude

Journal of Applied Finance & Banking, 2023
Abstract With the increasing development of digital technology, people receive information comes from digital information. The methods of develop financial service marketing consist of internet, telephone, and physical bank branches in financial and insurance industry.
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The impact of nostalgic emotion on brand trust and brand attachment

Asia Pacific Journal of Marketing and Logistics, 2019
Purpose The purpose of this paper is to make up the deficiency of theoretical research in nostalgic marketing and is helpful for the original theories of brand marketing and experiential marketing to deepen further. Design/methodology/approach The paper uses the approach of the empirical study.
Tao Wen, Tong Qin, Raymond R. Liu
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The Impact of Fear on Emotional Brand Attachment

Journal of Consumer Research, 2014
The current research investigates the role of fear in the creation of emotional attachment to a brand. Previous research examining the influence of incidental negative emotions on brand evaluations has generally found that negative emotions lead to negative evaluations. The current research suggests that for fear, the relationship may be more positive.
Lea Dunn, JoAndrea Hoegg
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Brand Attachment and Consumer Emotional Response to Unethical Firm Behavior

Psychology & Marketing, 2012
ABSTRACTAttaching consumers to a brand is a cornerstone of relationship marketing as attachment increases loyalty. This research investigates another possible benefit of attachment, its potential and limits for shielding brands from firms’ ethical missteps.
Sebastian Schmalz, Ulrich R. Orth
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Can brand anthropomorphism trigger emotional brand attachment?

The Service Industries Journal, 2021
Jianfeng Ma, Hongwei Tu, Xing Zhou, Wanjie Niu   +3 more
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